See /22708769/blog/1193221116
When it comes to sports cars, Ferrari comes to mind first. When it comes to Ferrari, it is necessary to mention one person - Enzo Ferrari, the originator of Ferrari.
Enzo Ferrari was born on February 18, 1898 in the city of Modena, Italy, in the home of a small sheet metal factory owner. Due to the heavy snowfall at the time of his birth, he was not able to declare his name and register until 20 days later. His father intended to train him to be an engineer, but he himself aspired to write sports journalism, and in order to avoid enlisting in the army, he had to work as a machinist making cannons. Had it not been for the outbreak of World War I, Enzo Ferrari might have become a journalist. -Ferrari might have become a journalist. Enzo grew up with a love of automotive adventure, and when he was 10 years old, he followed his father to the local race track to watch the races, and from a young age, he heard and witnessed the thrill, intensity and excitement of the racing, which made him love racing. 13 years old, he began to drive alone, and in 1919, Ferrari took part in the first automobile races of his life, and with an outstanding performance, he was absorbed by the Alfa Romeo Company as a driver of the Alfa Romeo Racing Team.
Foundation of Ferrari
In 1929, Ferrari decided to go independent and organized its own team, Scuderia Ferrari, and adopted the logo that had been so successful with Alfa Romeo, the prancing horse on a yellow background, as the emblem for its new cars. Ferrari won regularly, and from the 1950 Formula One World Championship to date, Ferrari has The Ferrari team*** has won fifteen Team of the Year World Championships and produced fourteen Driver of the Year World Champions, a remarkable record that no one in the world of motoring has been able to match. With the increasing popularity, so some people want to buy a Ferrari race car, and since then Ferrari has begun a small batch production. The Prancing Horse also became an icon that made people's blood boil when they looked at it.
Ferrari's emblem
The "Prancing Horse" emblem on Ferrari's car is derived from the emblem of the 91st Squadron of the Italian National Air Force. The emblem became the emblem of the Ferrari with a heroic and sad story: Enzo's compatriot and Enzo's brother's comrade-in-arms, Francesco Baracca, was killed when he won the Italian Royal Army. After obtaining the rank of second lieutenant in the Royal Italian Cavalry and traveling to France for aviation training, Enzo's countryman and brother's comrade, Francesco Baracca, returned to Italy at the end of his training when World War I broke out, with Austria as the opposing power. In the fierce battle between the two sides, Baraka flew a plane and shot down five planes of the other side, and became a hero in one fell swoop. Baraka fought in the center of the fuselage of the aircraft painted with the "Leaping Horse" logo, this "Leaping Horse" logo has become the totem of the Italian air war victory. Later, Baraka was promoted to be the commander of the 91st Squadron, and the "Leaping Horse" naturally became the emblem of the 91st Squadron. During a combat mission, Baraka lost his comrade Enzo's brother, Lieutenant Ferrari. In order to avenge the loss of his comrade, Baraka fought bravely against enemy planes. Regrettably, after shooting down the 34th enemy plane, Baraka died in the service of his country. Years later, at a chance meeting, Enzo met Countess Baraka, Baraka's mother, and became instantly acquainted. The Countess suggested that the totem of the "Leaping Horse" be given to Enzo as the emblem of the Ferrari car, to be embedded in the front of the car to drive on the race track and the streets in the wind, in order to pay tribute to the two heroes of the country who had died so young, and to express the eternal mourning. Enzo, in mourning at the time, accepted this honorable gift from the Countess. When he scrutinized the emblem of the "Leaping Horse", he noticed that the black-maned stallion was neighing with his mouth open and his hind feet erect, while his two front feet danced in the air and his tail hung down to the ground, giving the impression that he was not moving at all. Therefore, Enzo hired some well-known painters to re-conceptualize the design of the emblem, and the current "Ferrari-style Leaping Horse" prototype was created - a high horse head with its mouth slightly open, and its rear foot standing on one leg, while the horse's tail rises up. The new design of the horse gives the impression of a horse that is full of excitement, a leap of a thousand miles and a sweeping movement. In addition, Enzo in the new design of the horse at the top, but also added the Italian green, white and red coat of arms for the "sky", and then Ferrari letter body horizontal string into the "earth", and finally the old logo on the bottom of the original white, changed to the hometown of Modena, the representative color of the town - yellow, rendering the whole pattern, and finally the formation of the "heaven and earth, let me gallop" of the new totem.
Establishment of Ferrari's automobile factory
In 1947, Ferrari established his own automobile factory and began to produce cars under his own name, and soon produced superb sports cars. From then on his career became even more inseparable from the thrilling automobile races. Enzo Ferrari's name-brand sports cars were flushed out only after failures and trials. In the early days of the World Grand Prix, the Ferrari-designed F1 car had a horrific accident that affected many spectators. The Vatican newspaper fiercely accused him of being a "modern-day devil". However, when Ferrari's cars were victorious, the fans seemed to forget the past and fervently called Ferrari a magician. The F1 cars he designed have won more than 100 victories in world competitions***, a record that no other car has yet to break.
Insisting on quality and limited production" is one of Enzo's requirements for Ferrari's quality culture. As Enzo insisted on producing only 17 new Ferrari cars per day, in order not to jeopardize the balance between "technology and art" of Ferrari. This is the "Ferrari Law" which is praised by later generations. His marketing strategy of "limiting production by quality" made Ferrari's new cars in short supply, but also caused the company's business difficulties. In the early 1960s, Enzo was forced to sell the company.
The buyer's takeover company was Henry II, the third generation of the famous Ford Motor Company. Henry II and Enzo both agreed to a five million dollar deal to combine into a new company. When it came to negotiating the name of the new company, since Ford and Ferrari both begin with the letter F, Enzo proposed that the new company name be in alphabetical order: F as the beginning, Ford's second letter is o, and Ferrari's second letter is e. Alphabetically, the new company's name would therefore be "Ferrari/Ford Motor Company"." What's wrong with that? I'm the one who took over and bought your company, how can my name be at the back of the list!" Henry II was not happy and insisted that Ford be put in front of the new company name. Enzo did not say much and sent Henry II away with a gesture.
More tragically, Enzo's beloved son, Alfredo Ferrari (nicknamed Dino), died of injuries sustained in a race in 1969. It was so devastating that the motorist almost gave up his entire career. Fortunately, the Fiat Group came to his aid.
Fiat was founded by Giovanni Agnelli in July 1899, employing 50 workers to manufacture microcars, and later developed diesel engines, aircraft engines, road construction machinery, agricultural tractors and airplanes. During World War I, a large number of military orders made huge profits. On the eve of World War II, Fiat had become a monopoly group integrating production and marketing. After World War II, the new Italian government dismissed the old Agnelli, and relied on the "Marshall Plan" to make the hard-hit Fiat grow rapidly, forming a private integrated automobile manufacturing industry, which includes all kinds of cars, the degree of monopoly is very high. Moreover, it operated ironmaking, aluminum production, aircraft, marine engines, machine tools, glass industry, petroleum refining torches, electric wires, leather, oxygen, and so on. Not only does he deal with auto parts, but he also deals with automobile public ****runners and highways, and even automobile race routes are under his control. He is not only engaged in the influential daily newspaper "Stampa", wine-related businesses, but also a large landowner of rice production in Rinjana.
Fiat accounted for 6% of Italy's GNP and 9% of total exports. Ferrari used Fiat's strength to develop and grow itself, and Fiat undertook product updates, quality reforms, and a series of huge expenses for it; while Fiat used Ferrari's high technology and celebrity effect, in exchange for the honor of being Europe's largest car company.
Ferrari belongs to Fiat
The Ferrari factory was transferred from the Ford Group to the Fiat Group from July 1, 1969, and became the cutting-edge division of the group specializing in the research and development of Formula 1 and supercars to date.
As Ferrari and Fiat have always maintained a good interactive relationship, Fiat also with the highest respect and trust, to provide Ferrari with complete freedom of creativity, and to give research and development of new cars to a huge amount of financial support; in June 1985, Ferrari to the Fiat Group's board of directors to put forward the "F40 program", the then eighty-eight-year-old Ferrari opened the door to the F40 program. Ferrari, who was eighty-eight years old at the time, put it bluntly: "We live in a world full of computers and technology. I'm trying to turn the clock back and make a simple, good car, a modern sports car with a human face." The board passed the whole thing without objection.
On June 6, 1986, the spiritual bastion of the Ferrari factory in the city of Maloleno was festooned with lights and joy as the eighty-nine-year-old Ferrari took to the production line to name one of the world's two fastest (the other being the Porsche 959) production sports cars at the time, the F40 supercar. The F40, with 480 horsepower and a top speed of 324 kilometers, was a special birthday gift to Enzo from the Ferrari staff, with F being the abbreviation for "Ferrari" and 40 commemorating the 40th anniversary of the Ferrari factory's production of sports cars.
This supercar, which commemorates the 40th anniversary of the Ferrari factory, proves that Enzo's philosophy of building cars for nearly half a century - "A sports car on the street, a race car off the track" - has been realized. This is not only an achievement for his career, but also an immense relief for him. However, the grief of losing his son tormented him constantly. After Dino's death, Enzo stopped going near racing circuits, especially those with Ferrari entries. He didn't attend the funeral of any of the drivers, and stayed away from Marano, where the Ferrari factory is located, which made him even more mysterious to the outside world.
In the second year of the F40's success, on August 14, 1988, a rainy Sunday, the ninety-year-old Enzo Ferrari took a break to create a new car. Enzo Ferrari, at the age of ninety, took a break from his thinking and creativity in creating the horse's leap and passed away. However, this car world wizard who "competes with God for time" in the eyes of Italians has jumped onto another mileage of the spiritual level of "life" with the spiritual qualities left behind by his "life". In Ferrari's "pilgrimage" to the Maranello factory, Enzo's office has a line of text pressed under the glass cushion of his desk, two lines written by Enzo with a professional violet ink pen: "One must work constantly, otherwise one will think of death."
In response to Mr. Enzo Ferrari's death, the Italian Prime Minister said, "We have lost an exemplary figure who could symbolize Italy's youthful exuberance, its adventurousness, its relentlessness, and its determination to advance in the field of technology.
The current leader of Ferrari Motors is Mr. Enzo Ferrari's other son, P. Lardin, who shares a half-brother with Dino and was born in 1950. But until he was 11 years old, Mr. Enzo . Mr. Ferrari did not meet him. Until 1978, he lived with Mr. Enzo Ferrari*** for 55 years. Ferrari***'s married wife of 55 years died before P. Lardin was allowed to use the patronymic Ferrari.
Enzo's era has been compared to the exciting, red-hot years of Ferrari. But with his death, Ferrari immediately lost the essence of "leaping horse", all of a sudden transformed into a "gold and jade outside, but not in the" wonky horse. "Ferrari Automobile Manufacturing Company", also due to the loss of the "master", step by step, three back to the edge of bankruptcy. At the end of the 80s of last century, the Japanese set off a trend of selling high-priced cars cheaply, and Ferrari, which was unwilling to bow down, fell into a total crisis in this war. At this time again, Fiat collectively stepped forward and acquired the remaining 40% shares in Enzo's hands, leaving 10% for his children and grandchildren. Countless people laughed at Fiat's move during these most difficult days for Ferrari.
In December 1991, the Fiat Group saw fit to appoint Montezemolo as chairman of Ferrari. This has a noble family name, well-dressed man, in line with the Ferrari noble noble atmosphere; more importantly, Montezemolo's a series of measures, so that the Ferrari got rid of a certain "antique" smell of mold, really become a piece of art that can keep up with the times.
At the beginning of his office, Montezemolo put "to Fiat company to hand over profits" as one of the company's goals. Montezemolo made radical changes to Ferrari to make it less of a money-spinner.
The gentrification of racing
Luca di Montezemolo didn't first come across Ferrari supercars when he became CEO of Ferrari Automobili. As early as his teenage years, he had a passion for Ferrari supercars, and from 1974 to 1977, he became the sports manager of "Ferrari Motor Manufacturing Company", and by virtue of his unique sports event marketing skills, he pushed the Ferrari supercars to become the champion of the World Grand Prix twice. 17 years later, Luca di Montezemolo became the CEO of "Ferrari Motor Manufacturing Company", and he has become the CEO of "Ferrari Motor Manufacturing Company", and he is now the CEO of "Ferrari Motor Manufacturing Company". -After 17 years, Luca di Montezemolo became the CEO of "Ferrari Automobile Manufacturing Company".
In these 17 years, Luca di Montezemolo not only witnessed the invincible elegance of "Ferrari Supercars", but also faced up to the "Ferrari Supercars", which was the first time that Luca di Montezemolo was the CEO of "Ferrari Automobile Manufacturing Company". "Ferrari supercars" in a tragic state of decline; not only heard the "Ferrari Automobile Manufacturing Company" demand exceeds supply, but also heard the "Ferrari Automobile Manufacturing Company" The most important thing is that Luca DiCaprio is the most important person in the world. The most important thing is that Luca di Montezemolo found out the root cause of the "Ferrari supercar" is not as good as it used to be - the founder of "Ferrari Automobile Manufacturing Company", Enzo Ferrari, is the founder of "Ferrari Automobile Manufacturing Company". --Enzo Ferrari, the founder of Ferrari Automobili, designed and built the Ferrari Supercar with one goal in mind: speed! Speed! Speed! This guideline has made "Ferrari super sports car" become the "new favorite" in the world sports car market with its unique attractive charm; however, it inevitably brings about the problem that it is not too comfortable for ordinary people to drive, and it is only suitable for professional drivers and "bikers". However, it inevitably brought about the sequelae of less comfortable for ordinary people to drive, only for professional racing drivers and "bikers" have the attraction. In the end, the "Ferrari supercar" cut its own future, and it is difficult for more potential users to accept.
From this point of view, Luca di Montezemolo changed the traditional production and marketing concept of "Ferrari Automobile Manufacturing Company", which is "more innovative, faster, more luxurious, and pleasing to the warriors who have swallowed the guts of leopards". The new creative promotion concept of "facing the public and going secular" is proposed, in order to seek for the early transformation of "Ferrari super sports car" into a dashing tool for every motorist to show off his personality. For those who are eager to own a favorite "Ferrari supercar", Luca di Montezemolo always tries his best to provide them with excellent services - there are as many as 18 kinds of coloring for each type of sports car, which can fully satisfy the unique aesthetic needs of the buyers; open the company's own test track for each buyer to learn the racing skills in concrete operation. The company has its own test track, so that each buyer can understand the racing skills in specific operation, and then understand the performance of "Ferrari supercars" in detail; for each buyer to provide "customized" services, as long as you can think of models, "Ferrari Automobile Manufacturing Co. Manufacturing Company" will design and manufacture the car for you, so that you can have a "dream car" that highlights your personality; specializing in the establishment of various new sports car showrooms, so that every car buyer can select a "Ferrari super sports car" of their choice according to their own financial situation. Sports car" ...... For those fans who can hardly afford the "Ferrari Supercar", Luca di Montezemolo tries every possible means to introduce various unique souvenirs for them - "Ferrari Supercar", "Ferrari Supercar", "Ferrari Supercar", "Ferrari Supercar", "Ferrari Supercar", "Ferrari Supercar", "Ferrari Supercar". Ferrari supercar" key chain, T-shirts, watches, bathrobes, hats, etc., although only worth a few lire, but fully satisfy the fans of the bragging mentality; "Ferrari supercar" models, leather jackets, gloves, swimsuits, signage, etc., increasingly become "Ferrari automobile manufacturing", "Ferrari supercar", "Ferrari supercar", "Ferrari supercar", "Ferrari supercar", "Ferrari supercar" and other products. Become "Ferrari Automobile Manufacturing Company" tertiary industry pillar products, annual profits accounted for 10% of the company's total profits.
Luca di Montezemolo, after gradually penetrating into the bottom of the management of "Ferrari Automobile Manufacturing Company", really felt the serious lag of "Ferrari Automobile Manufacturing Company"'s production and marketing strategy - the types and characteristics of products, the operation form of production, sales and service. The types and characteristics of the products, the operation forms of production, sales and service, and the spirit of the staff are all lagging behind the major automobile manufacturing companies in the world.
In response, Luca di Montezemolo came up with a bold idea to change the performance of supercars from "speed to comfort". He re-deployed all aspects of design and manufacturing, and successively launched 9 new models of "Ferrari Supercars", which completely changed the traditional product structure with only 2 models; Luca di Montezemolo moved against the car-making tradition of "rear engine" and designed and manufactured a "front engine" car. Luca di Montezemolo went against the tradition of "rear-engine" cars and designed an epoch-making supercar with "front-engine"; Luca di Montezemolo went against the design concept of "pleasing the aristocracy" and boldly launched a low-priced, high-comfort, high-performance car that was "oriented to the common people". Luca di Montezemolo, in contrast to the design concept of "pleasing the aristocracy", boldly launched the "for the common people" low price, high comfort, popular supercars - Ferrari 355 supercars priced at only $160,000 dollars.
Unlike in the sports car field, which is cautious and strives for surplus, in the racing field, Montezemolo firmly believes that big investment can bring big returns. From the moment he took office, Ferrari began a large-scale "reinforcement" action: architect Renzo Piano designed the wind tunnel for Ferrari, the legendary driver Nick Lauda was brought back as a consultant; Japanese Goto was brought in to design the engine ...... most important change is that the Frenchman Todd Goto was brought in to design the engine. The most important change was the appointment of Frenchman Todd as team principal - the first time in Ferrari's history that a non-Italian had been at the helm.